8 Pages Your Business Website NEEDS To Succeed?

by | Oct 24, 2018

Contents

Should you have a one page website?

  1. Home page
  2. Blog
  3. Contact page
  4. Testimonials/reviews
  5. Multiple service pages
  6. About us page
  7. FAQ
  8. Policy pages
  9. Other pages

So your about to create your business website and you’re asking the question, “what pages should i have on my website?”. This is a common question because its more complicated than you might think. In this post we are going to clarify not just what pages you need, but how you should use them, so you can fully understand the fundamental must-have pages you should have on your business website. 

The first question you should be asking is do you need more than on page? With one page websites becoming a popular option due their smooth customer journey and wow-factor creative build style, you should be asking if this is an option for your website?

 

Should you have a one page website?

One page websites are not just an cheap alternative to a more traditional multi-page website, they are under some circumstances a better option. If your website fits into this list of descriptions, you may want to look further into the modern trend of the one-page website.

  • You are creating a small portfolio of your work – A portfolio is a great opportunity to get creative and create a stunning design that matches the demeanor off your hard work.
  • You are creating a website for a one-off event – Events such as parties, weddings or local festivals are ideal for one page websites, you can get all the information in front of the recipient in a simple, easy to navigate manner.
  • You need a very small business website that is targeting a very specific set of keywords – Such as a freelancer with a specific set of skills or small shop who offer only one type of service or product. This is ideal because it allows for all page authority to be captured on one page, giving you a boost to your specific keywords. So, although you are restricting your keyword range when done correctly they can rank well. Also if you tried to spread a small amount of content over many pages you would end up with thin content on your pages, that would not rank well.
  • You have a unique website that would either benefit from a smoother customer journey or specific keyword targeting at the expense of digital marketing range. – there are many unique websites types like this, an example being a website version of a guide book.

If you’re website fits any of the descriptions In the list above you should get more information on how a one-page website can be effective before you make a final decision.

 

What pages you need on your business website

So, you know you need multiple pages on your website, but exactly what pages do you need to have a successful website? and how do you use them correctly? There are countless unique pages a website can have that change with your industry and website functionality. This guide will not focus on those pages, but rather the fundamental pages that are the general best practice to include on your website. Pages that are recommended to create the optimal performance for any business website, and provide the best results in terms of sales and growth. Whether you are creating a website for a small business or a national brand, these are the pages you need:

 

1. Home page

An obvious one, but this is perhaps the most important page of your website, and its made the list because homepage strength can make or break your website, so its important you make an effort to optimize it. A common mistake on your homepage is focusing to much on targeting keywords. Although home pages often have the highest authority, most homepages have too much functionality and too much changing content to be optimized perfectly for keywords, so you should leave your most important keywords for landing pages where the whole page can be designed around that keyword. Green Flag Digital have a great article that explains why homepages fall short on the search engines.

So what should your homepage do? You homepage is the first thing most people see when they come to your website so it should be visually pleasing, attention grabbing and convey exactly what your business does within the first few seconds. Another goal for the home page is to create a smooth customer journey with call to actions to other relevant pages and blog posts. If you want more details on this subject Forbes has written a great article on optimizing your homepage.

 

2. Blog

I know you’re probably thinking, “I just want to create a business site, not start a blog”. But did you know that for a business (even a local business) a blog as a marketing tool is one of the best resources you can invest your time into. Your blog is your best tool for organic marketing which can produce long term leads down the line if you use it correctly. If you provide quality content on a regular basis your blog is sure to improve your websites reach and lead to increased sales and site authority, which are both imperative for the success of your website. If you don’t have a blog for your website, you can bet a competitor who does is reaping all the benefits for it.

 

What should your business be blogging about?

But you’re a business what should you be blogging about? There are so many things you can write about from answering questions for you customers, to spreading awareness for your new product, it can be utilized to bring in new customers or engage your existing ones. Even if you think your target audience doesn’t read blogs, they will most likely use Google to ask questions, and if your blog has information that answers their question if will show up in their results and lead them to your website. This is becoming even more relevant with the rise of voice search technology, people are asking Google more precise questions than ever before. If you still aren’t sure if blogging is right for your business you should read this detailed article about blogging for your business and why it really IS worth the effort.

 

How to blog for your local businesses?

If you’re a local business you might be thinking well this all sounds great for big brands or highly competitive businesses, but a blog can be just as important for local search engine optimization (SEO). There are a myriad of perks for blogging for your small local business, from locally focused keyword content, to ranking highly for local events, it can help you boost your visibility. It doesn’t matter what industry you’re in, if you consistently produce quality content through your blog, you will provide more value to your target audience, improving relationships, creating more leads and better conversions. If you’re a local business you can use your blog to spread word of your offers and events, spreading positive news about your services and any updates that your regulars might enjoy, make sure its well linked to your social media and it can help boost your everyday business for free. If you’re still not sure whether to start blogging for your small local business check out this comprehensive guide on local SEO blogging. Umbrella Consultants give great advice on how to blog and what to blog about as a small local business.

 

How to manage your blog?

Blogging can be a lot of hard work and consume a lot of time which is not always an option for busy people running a business. however there are a lot of ways to manage your blog and reduce the time you spend on it. Strategies such as sharing the responsibility with employees, or getting your customers involved in the process writing about their experience, can drastically reduce the time you spend on your blog, even if you are aiming to produce 2-3 articles a week, sharing the load can make it a very achievable goal. However, even if you have no time to dedicate to a blog often hiring others to write blogs for you can still provide a strong return on investment.

 

3 . Contact page

Your contact page is the first thing people will click on if they want to get in touch, visit your store or inquire about a service, there are a number of reasons someone might want to reach you so this is a must have page for your business. Your contact page should be clear and obvious on your site. It should include all the ways someone could get in touch with you. If you are a local business or somewhere people can visit its also useful to have a Google maps location on your contact page, this can help to reduce confusion aid in local SEO.

 

4 . Testimonials/ reviews

If you are providing a service or product of any kind, I don’t think I need to tell you how important your reputation is. You need to take the chance to get those sparkling reviews in front of your customers as often as possible, and nothing has changed now that your online. Proof of positive reviews can have a huge impact on the trust between you and your customers, and in turn lead to better satisfaction and conversion rates. If your website is well optimized including schema mark-up you can show off your reviews before your customers have even clicked on your page, by having them display on the Search Engine Results Pages (SERPS). Although Google has claimed in doesn’t directly affect their algorithms, it can be the difference between a customer clicking on your site or one of your competitors, so I highly recommend it.

 

5 . Multiple services pages (If you’re providing them)

A common practice is to just have one page that will list all the services you provide, and customers will scroll through to find what they want, and this is fine if you only provide one specific type of service. However, if your business provides multiple services splitting up your services page can have significant benefits and put you a step ahead of your competition for a number of reasons. People no longer have to arrive at your home page and explore your website until they find what they want. Search engines are getting smarter and more intuitive all the time, they now drop you on the exact page you need to answer your search query.

why should you have more than one services page?

Because of this progression in search engine technology, people now have far higher expectations for speed and efficiency than ever before. If they come to your page and see information that is irrelevant to their search, they are very likely to just hit the “back button” and bounce to the next site on the list. This is not what you want. If you only have one services page and the service they are looking for is not instantly in front of them there is a good chance they will leave, if this happens to often, not only will you lose a lot of customers to competitors, but it will have a negative effect of you SERP ranking. Therefore, splitting up your services into different categories will ensure the users query is the subject of first thing they see on the page, and reduce the amount of irrelevant information scattered around it, providing a clear and direct response to their question or request.

This is becoming a growing trend online, and for good reason as logically it increases conversion rates and reduces viewer bounce rate. It can be a challenge if you provide are wide range of services, but it can be very rewarding to your ranking, also allowing you to naturally target more specific keywords for your different groups of clients as a whole page will be dedicated to them. If you aren’t sure what kind of groups you could divide your services into, you could start by thinking of all the ways people would search for all your services, and what they would want to see when they search for those terms, then create groups to fit that criteria. This can be a confusing principal but it’s important to consider in the early stages of your website, as it can save you a lot of time long term, if you get it right at the beginning. If you want more information you should read in more detail why you should remove your combined services page from your website.

 

6. About us page

Your “About us” page is probably going to be one of the most visited pages on your website. On this page you should be showing your customers who you are and why you are the company they should be doing business with. Its important to not use persuasive language but rather facts and figures, so as not come across in a boastful manner, it’s a lot like your businesses CV. Your goal for this page is to inspire trust, tell the visitors what they need to know about you and express value through your selling points. People have trust in people and it’s also an opportunity provide behind the scenes of your website and show you are people too. This isn’t a page you need to target keywords to rank for on Google but rather where you can create some of the personal connection that is often lost with online business. Increasing customer trust will naturally lead to a rise in conversion rates.

 

7. Frequently Asked Questions (FAQ) page

This page is ideal for service providers, Ecommerce sites and any business that gets a lot of recurring questions time after time. You’re FAQ page should answer all these questions that you a constantly bombarded with by your customers. This can save a lot of time, and reduce the same clutter in your E-mail box, as well as improving customer relationships by answering their questions without them even having to ask. After all time is money and if a page saves your time, its probably worth the investment.

 

8. Policy pages

Policy pages are the links you find in the footer of nearly all professional websites. Policy pages are often a legal requirement, especially if you are collecting personal data from your visitors or processing website analytics. Here are the main policy pages you should be thinking about.

 

  • Privacy policy/cookie policy

Every successful website should have a privacy policy page, you legally require one if you are collecting any sort of personal data from your site visitors, be it their name, e-mail or address. Your privacy policy should declare what data you collect, how you use that data, how visitors can receive a copy of the information you obtain, and your rules for sharing the data you receive. It should also include a cookie policy, that declares if you use any cookies, what you do with them, and how your visitors can turn them off. Software such as Google analytics requires a privacy policy to even begin using their services, if they find you using it without one, they can restrict your access.

Even if you don’t collect any data, it’s recommended you create one for your visitors peace of mind. Luckily, they are not too difficult to implement. I recommend you start with one of the hundreds of template sites out there that will take your website information and integrate it into a basic privacy policy. You can then read it and make sure it covers everything you do with their data. If you are an Ecommerce site, Shopify have a great free privacy policy template you can use.

  • Terms or service/ Terms and conditions

A terms or service is also recommended for most websites. This page acts as protection from unwanted behavior on your website, it’s essentially an agreement which visitor make with your company that they must abide by while using your website. The document will contain a set of rules and regulations that they must follow, as well as declaring information such as which counties laws govern your document, disclosure of copyright information and your ownership of the website to name a few. Again, the simplest way to get this document in place is through an online template generator. If you are an Ecommerce site I recommend Shopify’s Terms and conditions template. If you require a more custom document there are plenty of places online where you can pay a lawyer to work through it with you.

 

9. Other pages you might consider for your website

There are pages that are not suited for every website, but you should include if they are suited to yours.

  • Portfolio – This is an opportunity to show your potential customers what you can do in a real life situation not just in theory. This is a must have page for most creating service providers, such as photographers, artists or website developers. Providing case studies for your work is generally a good direction to go.
  • Multiple service area pages – Local companies that serve multiple areas or have multiple locations should create location specific pages. This allows them to target local keywords, and rank for their services in the areas they target.
  • News page – If you aren’t running a blog, you could have a news page that covers product/services updates and news about your industry.
  • Pricing page – Even if your services are split up onto separate pages, a pricing page for people to compare between your services can be a nice touch, and used to share your services full list of prices with other people who require an unknown service.
  • Survey page – A page where your client can review your services, or you can ask what people think of your website or business as a form or market research.
  • Return refund policy (Ecommerce) – If you are an Ecommerce site who offer refunds you should have a page that clearly identifies your policy, and instructions for returns
  • Photo gallery – Photo galleries can be a great way to showcase your goods or services. For example, if you owned a restaurant you could showcase your beautiful building or signature dishes. Adding an extra visual medium for your viewers to be enticed to your service.

 

Summary

I hope this helped you to have a better idea of the main pages your website needs to be a success and why they are required. There are many other unique pages a business website can have so don’t worry if not all of yours are on the list, these are just the generic must haves of all business websites. What pages do you think I have missed from this list? Which of these pages don’t you have on your business site? Leave comment bellow and let us know, or if you have any questions. Good luck with your website.

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